CINC: Best for top producing agents and teams

CINC is an all-in-one real estate CRM platform ideal for top-producing buyer agents, listing agents and teams. The platform features a sophisticated CRM integrated with a lead capture IDX website that utilizes AI to attract, qualify and automatically nurture buyer and seller leads based on their behavior.

CINC’s Autotracks feature handles lead-nurturing automation. Using Autotracks, you can create sophisticated drip campaigns that include automated emails, texts and task reminders based on the lead’s behavior on your website. Although CINC is significantly more expensive than our other top picks, the monthly price includes buyer leads.

Pros & Cons

• All-in-one CRM, marketing and lead gen platform 
• Send bulk emails and texts right from the CRM
• Autotracks campaigns can include text messages and videos
• Automated outreach and follow-ups based on lead behavior 
• Sophisticated lead-nurturing automation 
• Video emails and texts available

• More expensive than other CRMs (but leads are included in the price)
• AI-chatbot is a pricey $200 per month upgrade 
• No AI-powered email or text message writing feature 
• Sophisticated platform with a steep learning curve and setup time
• Smaller community than Follow Up Boss

Standout features

• Sophisticated drip campaign builder (Autotracks)
• IDX property search website tracks leads’ behavior 
• AI chatbot trained by real estate agents
• Built-in email, text and calling features 
• Home valuation landing pages 
• Agent and client-facing mobile apps

Pricing

• Free trial: Not offered
• Solo agents: starting at $899* per month*
• Teams: Starting at $1500 per month*

*Leads are included in all CINC pricing plans. The company does not sell its CRM software without done-for-you lead generation.

Check out CINC

Fello: Best add-on to supercharge your CRM

Fello is an AI-powered add-on to your current CRM that optimizes your contact list to uncover viable leads that you otherwise might have missed. With a combination of reliable data sources and AI technology, Fello fills in the gaps of your contact list with behavioral and property data. You’ll know their present address, mortgage information, engagement with your marketing materials and more, which will help to determine the likelihood of them wanting to sell their home. Based on this information, Fello will assign a lead score to each person in your database, allowing you to prioritize who to prospect and when.

Essentially, you’ll be reengaging your current contact list to convert new clients, especially sellers. Once you have the gaps filled in, use Fello’s automated marketing system to send emails and direct mail to your future clients. Also, Fello includes proven templates for every lead type so you can get started right away.

Pros & Cons

• Finds likely sellers in your database
• Monitors your leads 24/7 
• Turn cold leads into new opportunities
• Real-time notifications
• Automated email and direct mail marketing

• Larger databases cost more money
• Some CRMs already have marketing automation
• Focused on generating leads from current database, not brand new leads

Standout features

• Integration with your current CRM
• AI-powered lead scoring
• Marketing templates and automations
• AI insights to optimize your database
• Coaching options include objections and scripts
• Lead enhancement

Pricing

• Starter: $165 per month, paid yearly, for 500 contacts 
• Growth: $415 per month, paid yearly, for 3,000 contacts 
• Scale: $665 per month, paid yearly, for 10,000 contacts
• Enterprise: Custom

Check out Fello

How to choose the right real estate CRM

There is no one-size-fits-all CRM for every agent. To help you find that diamond in the rough software that can solve your most pressing problems, here are the six most important factors to consider when choosing a CRM:

1. Features that solve pain points for your business

Your CRM should have sufficient features to help your business run smoothly. To determine which features you need, list your pain points that cost you time, money or both, and use them to guide your purchasing decision.

Here are eight key features to consider when choosing a new CRM:

• Contact management: Your CRM should make organizing contacts and leads simple, so you know when to follow up next. Pretty much every CRM offers this basic feature. Extras like lead enhancement and property tracking help you stay organized and efficient.
• Lead nurturing: A capable CRM helps you nurture leads efficiently. Look for bulk emailing and texting, automated reminders for follow-ups and drip campaigns that you can customize to fit different groups of leads. A dialer that allows you to call leads directly from your CRM is another helpful lead-nurturing feature to look for.
• Texting and calling features: The ability to text and call your leads from your CRM makes it easier to keep track of your lead outreach and follow up. While many CRMs offer basic texting and calling features, advanced platforms allow you to schedule and send bulk texts and include integrated dialers that can log and record calls and even create call transcripts with AI.
• Automation: Automations in your CRM handle time-consuming everyday tasks, so you don’t have to. While advanced automation features might cost extra, the boost in efficiency usually makes them worth the investment. Basic CRMs, such as Lone Wolf Relationships, let you send automated emails and schedule task reminders. Advanced platforms, such as Real Geeks and CINC, utilize AI to automate follow-ups based on how leads engage with your website or respond to your emails and texts.
• Lead generation: Many CRMs include tools that enable lead generation within their platforms. If you prefer to generate and nurture leads from your CRM, consider solutions like Top Producer, Real Geeks or CINC, which offer both DIY and done-for-you lead generation options.
• Marketing: Your CRM should enable you to quickly create both digital and print marketing materials without requiring separate software. Real Geeks offers an AI-powered blog post creator, and Wise Agent provides a library of marketing materials you can create and send from the platform.
• Direct MLS or IDX Integration: Integration with your Multiple Listing Service (MLS) makes it easy to match properties to your leads, track which homes your clients have viewed and send property updates directly from your CRM. IDX integration is beneficial because it allows you to see which properties your leads engage with most on your website, triggering automated follow-ups.
• Deal tracking and transaction management: At a minimum, your CRM should offer basic deal tracking, allowing you to monitor deals as they progress. While it’s nice if your CRM includes transaction management, most agents prefer dedicated platforms like Dotloop or Skyslope for this, making comprehensive transaction management a bonus rather than a necessity.

2. Ease of use 

Like any good software, your CRM should be easy to use. At a minimum, it should have an intuitive user interface (UI). The CRM’s most frequently used tools should be prominently displayed on the dashboard. Lesser-used tools should be accessible in two clicks at most. 

An intuitive and attractive UI might not make or break your business, but the ROI is clear: If you like using your CRM, you’ll spend more time using it. 

3. Scalability

Look for a CRM that offers à la carte upgrades that you can add when you’re ready. CRMs such as Top Producer, Real Geeks and CINC offer ample upgrades you can add as your business grows. 

4. Onboarding, training & customer support

Today’s CRMs offer sophisticated customization options, but they also come with a steep learning curve. To ensure you’re up and running quickly, choose a CRM that offers high-quality onboarding, training and customer support. Follow Up Boss provides live and on-demand training webinars to help you maximize the platform’s potential. 

5. Integrations

Integrations with popular real estate software are another crucial factor to consider. For example, if you’re using Zillow,  Zurple or Ylopo for lead generation, your CRM should offer a direct integration with these platforms, allowing those leads to flow seamlessly into your CRM. 

Replacing all the different software you use with a single, all-in-one platform might sound appealing, but it can also create more problems than it solves. For example, many CRMs include IDX websites. What happens when you want a new website but still want to use your CRM? This is why we recommend finding a CRM that works with your existing tools. You can always add more as your business grows. 

6. Stability

This might sound obvious, but your CRM should work when you need it to. Slow, buggy dashboards mean wasted time, slower speed to lead and maybe even lost deals. No software is 100% bug-free, but at a minimum, the company that makes your CRM should have a dedicated and competent team keeping it running 24/7.

Generally speaking, the larger the software company, the fewer bugs and downtime their products have. Of course, no software works 100% of the time. Outages and hiccups are inevitable. The goal is to reduce them to near zero.

7. A large user base

Your CRM should have a sufficient number of customers to facilitate troubleshooting and identify new ways to utilize it. CRMs such as Real Geeks and Follow Up Boss have mastermind groups with thousands of users. The more users your CRM has, the faster you’ll get answers to your questions and discover new ways to use it to close more deals.    

Our methodology: How we chose the best real estate CRMs for 2025

HousingWire is the destination for industry professionals to stay informed and ahead of what’s happening in the constantly evolving U.S. housing market.

To determine which CRMs are best for real estate agents, our team of experienced agents, brokers and coaches evaluated dozens of platforms, weighing the pros and cons of each. We considered both quantitative and qualitative data, such as price, special features, ease of use, return on investment, client support and customer reviews.

We crawled the web so you don’t have to, analyzing a broad sampling of reviews across social media, the Better Business Bureau (BBB) and online discussion forums. Our goal is to arm you with the best CRM software for your business, regardless of your business goals or budget.

Real estate CRM FAQs

Do I really need a real estate CRM? Why can’t I just use Excel?

Unless you have a photographic memory, an IQ of 175, and work 8 days a week, a CRM will help you close more deals and make more money. Period. Even a bare-bones CRM like HotSheet will help you segment your leads and schedule follow-ups and tasks to reach them when they need you.

CRMs increase speed to lead, and more importantly, speed to service. When that hot new pocket listing lands on your desk, a CRM will tell you who might want to see it, even if you haven’t talked to them in years.

Can I use a generic sales CRM instead of a CRM designed for real estate?

While we generally don’t recommend saving a few dollars a month by using a CRM not designed for real estate agents, our answer to this question remains the same as it was 10 years ago: even a subpar CRM is better than no CRM.

Generic sales CRMs, such as HubSpot or Pipedrive, may be inexpensive or even free, but as the old saying goes, you get what you pay for. While these CRMs might work in a pinch to keep you organized, you’ll need to upgrade to paid versions to get the basic features you’ll need for real estate.

For example, the $14 per month, entry-level plan for Pipedrive doesn’t even include basic email drip campaigns. For that, you’ll need to shell out an eye-watering $39 a month — that’s the same price as Lone Wolf Relationships, a full-featured real estate CRM that includes pre-built email and text drip campaigns.

Should I use the CRM my brokerage provides?

The short answer? Maybe. If you’re on a team and they’re offering access to a high-end, third-party CRM platform like CINC, then it would be foolish to pass up the opportunity. Teams and brokerages often get significant discounts on software, so you’ll have access to expensive tools for free.

But if you’re working at a brokerage that uses an in-house CRM platform like KW Command, you might want to consider getting your own CRM.

Here’s why: if/when you switch brokerages, bringing your lead data to your new brokerage might be challenging. If you leave on bad terms, you might not get it at all. Purchasing your own real estate CRM, even a cheap one, allows you to own your leads and data.

Are AI features important for a CRM in 2025?

Our take? AI certainly has the potential to revolutionize the CRM space, but as of this update, we’re still not convinced. Unless we’re talking predictive analytics, AI features like Chatbots and writing assistants are helpful but not game changers for CRMs—yet.

That said, older real estate CRM software companies have an unfair advantage. They can use millions of (or even tens of millions) of historical data points from buyers and sellers interacting with their CRM as training data for their AI.